sults , we must study their behavior so that we can predict it . We must understand what will make them buy more of the product and what will make them switch to a competitor ’ s product instead . We must use these insights to qualify every dollar we spend , then measure the results of our efforts to make them better and more efficient .”
It might appear at first blush that these two perspectives are impossible to reconcile . However , great marketing is actually created by the friction between these two perspectives .
Let ’ s explore each in more detail :
Art : The case for Right-Brain marketing
People don ’ t buy WHAT you do , they buy WHY you do it .” This is the popular refrain from “ Start with Why ,” one of the most popular books and influential Ted Talks by Simon Sinek ( www . startwithwhy . com ). Every company in the world knows WHAT they do , what products or services they offer . Few , however , grasp WHY they do what they do – what is their purpose , cause or belief ? It is the organizations that Start with Why that enjoy the strongest brand following and the price premiums that accompany it .
To get to your “ Why ” requires a great deal of introspection and then complete buy-in from not just the marketing team but the sales team and the entire leadership team . Only then will the marketing message truly take hold and live past being simply the “ campaign du jour .”
Recently , I took our marketing team through a workshop to identify our Why and What based on Simon Sinek ’ s approach . At SMART Technologies , we believe that there ’ s greatness in every child , and that it ’ s our responsibility to help them find it through enabling technologies that help them to discover , develop , and share what they ’ re great at .
Our “ WHAT ” is software , interactive panels and professional services that enable students and teachers to actively contribute in class , across schools , and around the world . But our “ WHY ” revolves around the theme of “ Inspiring Greatness ,” which we communicate through a series of stories and case studies of students and teachers from all over the world who have reached breakthroughs and helped to fully realize their potential .
We take a highly right-brained approach by telling stories through photographs and videos of real students and teachers , not actors , in our advertisements , events and social media . We focus on students who have experienced true breakthroughs with exceptional teachers deploying technology in the right way . We show technology that is used as an enabler to the teaching and learning versus a “ build it and they will come ” approach of placing technology in the classroom and hoping it will be used .
As the examples here illustrate , we are leading with stories that evoke emotion based on results and student impact with little or no mention of the products and services that we are selling . This approach resonates extremely well with our customers who face an onslaught of technology pitches from a very crowded vendor landscape , few that provide their “ why ” or tangible outcomes for students and teachers .
Science : The case for Left-Brain marketing
Despite the powerful case for “ Starting with Why ” and leading with emotion and creativity , there is a healthy skepticism that this approach alone is sufficient to win in an increasingly complex buying environment . The left-brained pundits argue for an analytical breakdown of the buying and selling process , with a need for marketers to understand the various roles involved in the decision cycle , and the precise steps that customers take as they migrate through the minefields of B2B purchasing . Moreover , Big Data has given marketers an amazing opportunity to learn a wealth of information about their customers and , in the utopian state , to prescribe the right piece of marketing content to the right person at the right time . This marketing mix is measured on a sophisticated marketing dashboard with metrics on brand health , qualified leads and sales conversion .
In a fascinating report on the state of sales and marketing published by Gartner / CEB in 20151 , a daunting set of data emerged that points out just how complex B2B buying has become . As a result , what significant challenges have emerged for marketing . This global study , spanning several years and
1Taming Sales Complexity : Making It Easier for Customers to Buy , CEB ( now Gartner ), 2015 .
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